Phuc.Truong@mobext.com
How mobile is changing
shopping behavior:
Retailer Strategies in a Mobile
World
by Arthur Policarpi...
The world’s largest mobile marketing agency network
23 offices worldwide and growing
Full-Service Mobile Marketing Agency
Welcome to the Smartphone Age
4
5
Can you guess who this man is?
CLUE #1
He’s richer than..
7
CLUE #2
The company he built in 2009 is
worth more than..
6
The top corporations in the Philippines
6
5
6
The world’s future billionaires
will be in mobile
This is the world we
live in now...
© Mobext 2012 mobext.com© Mobext 2012 mobext.com
5 Key Strategies
1.Multi-Channel Shopping
2.Dominate Search
3.Invest in M...
# 1 The Multi-Channel Shopping
What is a store?
The store is now a multi-channel experience
• Make 4 more trips each
month than non-mobile user
• Spend 40% more than the
average shopper
Walmart’s mobile app users...
In-store mode
• See what’s new & on sale
• Create shopping lists
• Scan and Go
Out-of-Store mode
Check items in-store Check inventory + delivery
12% of
app-aided
sales
happen during the
app’s in-store
mode
Kate Spade Saturday:
Reinventing “Window Shopping”
Shoppable catalogues with mobile
© Mobext 2012 mobext.com© Mobext 2012 mobext.com
Results
28
500,000
downloads
in 6 months
£3.4 million
incremental revenue...
Best mCommerce
Campaign
• GOLD, Campaigns
Effectivity
•SILVER, Industry Awards
•SMART Special Award
McDonald’s Ang Pao Cou...
THE CHALLENGE:
•They are lost, torn,
and left lying around
• Limited reach
Coupon Clutter
Register Choose Redeem
McDelivery Mobile Site = annual sales of an above
average McDonald’s Store
“Our mobile efforts are
making a direct impact on
our business.”
Margot Torres, Senior Vice President for
Marketing, McDon...
#2 Dominate Search
Mobile search will surpass desktop
Searches done on mobile
lead to immediate
conversion
Source: Google & Nielsen
A Snippet of Keywords
76,500 monthly searches
for keywords associated
with supermarkets and
items they carry.
25% of the s...
No One Has A Significant Share of Voice
No one has significant share of voice
Sample Search Results for Appropriate Queries
Missed opportunity
Create smarter search ads
Google’s Enhanced Campaigns
Enhance the search
experience
Click-to-call Location extension Deep linking
# 3 Social = Mobile
84
68
62 61
Word of Mouth Websites TV ads Print ads
What do you trust?
Nielsen “Global Survey of Trust in
Advertising, 2013
32
SOCIAL = MOBILE
Kellogg’s Instashop
53
Allium Restaurant : Pay with a Post
54
COMODO:
The Instagram Menu
Nordstrom on Pinterest
Most followed brand,
with 4.4 million followers
in-store integration of
social “voting”
#SaksIn6 : Recreating in-
store tutorials in 6 seconds
Saks Fifth Avenue on Vine
The Home Depot on Vine
9
The new frontier in social: Mobile messaging
15
South China
Airlines
Online Booking
Uniqlo catalog
Your New Online Storefront
42
Fruits
43
Health Insurance
16
New York Apartment - $13M
10
Stickers
1 billion stickers/day
$66M revenue
11
Mobile Coupons
13
Flash Sales
“Social Commerce” via Facebook
Buy a Product by Commenting “Sold”
Crowdsourcing product search:
“The Hunt”
500,000++ monthly visits
# 4 Enhance the In-Store
Experience with Mobile
Source: Cisco, 2013
84% of smartphone users use their
mobiles while in-store Source: Google Shopper
Marketing Council 2013
37
© Mobext 2012 mobext.com
From “push girls” to consultative sales
assistants
37
© Mobext 2012 mobext.com
38
© Mobext 2012 mobext.com
39
© Mobext 2012 mobext.com
Kate Spade iPads in Store
SHOPKICK:
Earn points just by walking in-store
#1
Shopping app
$800 M
Sales
delivered to
partners
70 million
Product scans
7 million
gift cards
redeemed
*More frequent a...
Neiman Marcus:
Personal Mobile Concierge
24
This tiny device can disrupt your industry
# 5 Mobilizing Loyalty
“The ultimate in
marketing is
marketing to the
individual and
customizing
products to the
individual.”
34
Source: Cisco, 2013
36
Consumer Database
System
STEP 1: Build Database
70
Opt-In Call-to-Action in All Media
37
Time Spent
Geography
Purchase
History
Social
Sharing
STEP 2: Segment Customers
39
40
Co-creating products
Will mobile eventually obsolete
traditional loyalty cards?
Deals Rewards Freebies
Are you ready for the future of retail?
© Mobext 2012 mobext.com© Mobext 2012 mobext.com
Summary
1.Multi-Channel Shopping
2.Dominate Search
3.Invest in Mobile Soc...
94
Managing Director
Mobext Asia-Pacific
arthur.policarpio@mobext.com
+639175694375
@art_policarpio (Twitter)
How Mobile is Changing Shopper Behaviors
How Mobile is Changing Shopper Behaviors
How Mobile is Changing Shopper Behaviors
How Mobile is Changing Shopper Behaviors
How Mobile is Changing Shopper Behaviors
How Mobile is Changing Shopper Behaviors
How Mobile is Changing Shopper Behaviors
How Mobile is Changing Shopper Behaviors
How Mobile is Changing Shopper Behaviors
How Mobile is Changing Shopper Behaviors
How Mobile is Changing Shopper Behaviors
How Mobile is Changing Shopper Behaviors
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How Mobile is Changing Shopper Behaviors

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Our talk at the Stores Specialists Inc. 1st Internal Digital Conference. SSI is the exclusive distributor of top high-end / luxury brands in the Philippines.

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How Mobile is Changing Shopper Behaviors

  1. 1. Phuc.Truong@mobext.com How mobile is changing shopping behavior: Retailer Strategies in a Mobile World by Arthur Policarpio Head of Mobext Asia-Pacific
  2. 2. The world’s largest mobile marketing agency network 23 offices worldwide and growing
  3. 3. Full-Service Mobile Marketing Agency
  4. 4. Welcome to the Smartphone Age 4
  5. 5. 5 Can you guess who this man is?
  6. 6. CLUE #1 He’s richer than..
  7. 7. 7
  8. 8. CLUE #2 The company he built in 2009 is worth more than..
  9. 9. 6 The top corporations in the Philippines
  10. 10. 6
  11. 11. 5
  12. 12. 6 The world’s future billionaires will be in mobile
  13. 13. This is the world we live in now...
  14. 14. © Mobext 2012 mobext.com© Mobext 2012 mobext.com 5 Key Strategies 1.Multi-Channel Shopping 2.Dominate Search 3.Invest in Mobile Social 4.Enhance the In-Store Experience with Mobile 5.Mobilize Your Loyalty Programs 16
  15. 15. # 1 The Multi-Channel Shopping
  16. 16. What is a store?
  17. 17. The store is now a multi-channel experience
  18. 18. • Make 4 more trips each month than non-mobile user • Spend 40% more than the average shopper Walmart’s mobile app users...
  19. 19. In-store mode • See what’s new & on sale • Create shopping lists • Scan and Go
  20. 20. Out-of-Store mode Check items in-store Check inventory + delivery
  21. 21. 12% of app-aided sales happen during the app’s in-store mode
  22. 22. Kate Spade Saturday: Reinventing “Window Shopping”
  23. 23. Shoppable catalogues with mobile
  24. 24. © Mobext 2012 mobext.com© Mobext 2012 mobext.com Domino’s Pizza UK App = Store in Your Pocket 27
  25. 25. © Mobext 2012 mobext.com© Mobext 2012 mobext.com Results 28 500,000 downloads in 6 months £3.4 million incremental revenue Target: 50,000 Target: £100,000
  26. 26. Best mCommerce Campaign • GOLD, Campaigns Effectivity •SILVER, Industry Awards •SMART Special Award McDonald’s Ang Pao Coupons
  27. 27. Reinventing Couponing
  28. 28. THE CHALLENGE: •They are lost, torn, and left lying around • Limited reach Coupon Clutter
  29. 29. SOLUTION ANG PAO MOBILE COUPONS • On-demand coupons • Available anytime, anywhere
  30. 30. Register Choose Redeem
  31. 31. Social Amplification
  32. 32. McDelivery Mobile Site = annual sales of an above average McDonald’s Store
  33. 33. “Our mobile efforts are making a direct impact on our business.” Margot Torres, Senior Vice President for Marketing, McDonald’s Philippines
  34. 34. #2 Dominate Search
  35. 35. Mobile search will surpass desktop
  36. 36. Searches done on mobile lead to immediate conversion Source: Google & Nielsen
  37. 37. A Snippet of Keywords 76,500 monthly searches for keywords associated with supermarkets and items they carry. 25% of the searches come from mobile
  38. 38. No One Has A Significant Share of Voice No one has significant share of voice
  39. 39. Sample Search Results for Appropriate Queries Missed opportunity
  40. 40. Create smarter search ads Google’s Enhanced Campaigns
  41. 41. Enhance the search experience Click-to-call Location extension Deep linking
  42. 42. # 3 Social = Mobile
  43. 43. 84 68 62 61 Word of Mouth Websites TV ads Print ads What do you trust? Nielsen “Global Survey of Trust in Advertising, 2013
  44. 44. 32 SOCIAL = MOBILE
  45. 45. Kellogg’s Instashop 53
  46. 46. Allium Restaurant : Pay with a Post 54
  47. 47. COMODO: The Instagram Menu
  48. 48. Nordstrom on Pinterest Most followed brand, with 4.4 million followers
  49. 49. in-store integration of social “voting”
  50. 50. #SaksIn6 : Recreating in- store tutorials in 6 seconds Saks Fifth Avenue on Vine
  51. 51. The Home Depot on Vine
  52. 52. 9 The new frontier in social: Mobile messaging
  53. 53. 15 South China Airlines Online Booking Uniqlo catalog Your New Online Storefront
  54. 54. 42 Fruits
  55. 55. 43 Health Insurance
  56. 56. 44 WeChat Vending Machines
  57. 57. 16 New York Apartment - $13M
  58. 58. 10 Stickers 1 billion stickers/day $66M revenue
  59. 59. 11 Mobile Coupons
  60. 60. 13 Flash Sales
  61. 61. “Social Commerce” via Facebook
  62. 62. Buy a Product by Commenting “Sold”
  63. 63. Crowdsourcing product search: “The Hunt” 500,000++ monthly visits
  64. 64. # 4 Enhance the In-Store Experience with Mobile
  65. 65. Source: Cisco, 2013 84% of smartphone users use their mobiles while in-store Source: Google Shopper Marketing Council 2013
  66. 66. 37 © Mobext 2012 mobext.com From “push girls” to consultative sales assistants
  67. 67. 37 © Mobext 2012 mobext.com
  68. 68. 38 © Mobext 2012 mobext.com
  69. 69. 39 © Mobext 2012 mobext.com
  70. 70. Kate Spade iPads in Store
  71. 71. SHOPKICK: Earn points just by walking in-store
  72. 72. #1 Shopping app $800 M Sales delivered to partners 70 million Product scans 7 million gift cards redeemed *More frequent and prolonged usage than physical retailers’ own apps, including Starbucks, Walmart, Walgreens, and Safeway How big is Shopkick?
  73. 73. Neiman Marcus: Personal Mobile Concierge
  74. 74. 24 This tiny device can disrupt your industry
  75. 75. # 5 Mobilizing Loyalty
  76. 76. “The ultimate in marketing is marketing to the individual and customizing products to the individual.” 34
  77. 77. Source: Cisco, 2013
  78. 78. 36 Consumer Database System STEP 1: Build Database
  79. 79. 70 Opt-In Call-to-Action in All Media
  80. 80. 37 Time Spent Geography Purchase History Social Sharing STEP 2: Segment Customers
  81. 81. 38 STEP 3: One-to-One Communications
  82. 82. 39
  83. 83. 40
  84. 84. Demographics Purchase History Social Media Browsing History Customer Loyalty Data
  85. 85. Co-creating products
  86. 86. Choose design Customize Buy Personalize your Uniqlo
  87. 87. Will mobile eventually obsolete traditional loyalty cards?
  88. 88. Deals Rewards Freebies
  89. 89. Are you ready for the future of retail?
  90. 90. © Mobext 2012 mobext.com© Mobext 2012 mobext.com Summary 1.Multi-Channel Shopping 2.Dominate Search 3.Invest in Mobile Social 4.Enhance the In-Store Experience with Mobile 5.Mobilize Your Loyalty Programs 94
  91. 91. 94 Managing Director Mobext Asia-Pacific arthur.policarpio@mobext.com +639175694375 @art_policarpio (Twitter)

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